James Corden is proving that YouTube is the new field to conquer for late night show hosts, as The Late Late Show finds overwhelming success on the platform.
Going beyond TV ratings
The official YouTube channel for Corden’s CBS show currently has 19 million subscribers. The channel’s most popular videos are the Carpool Karaoke skits from the show. In this segment, Corden gets to sing with different artists, like Adele, while driving.
The segment proved a hit with online viewers to the point that each video typically gets more than 10 million views. Adele’s Carpool Karaoke is the most popular with 196 million views.
In an interview with The Guardian, The Late Late Show executive producer Ben Winston said that the segment was successful because it presented the show’s guests in a more unique and intimate manner. This easily struck with audiences on the online platform.
Winston said their success on YouTube has caused them to re-evaluate how they measure their show’s overall success. “When I get up in the morning, I check the YouTube hits before I check our overnight [ratings],” he remarked. He noted that the views count tell them which parts are a hit with the larger audience as opposed to the number of viewers who were simply awake during the late night broadcasts.
The producer also said that the show’s online success allowed them to get new sponsorship deals instead of relying solely on ratings to attract advertisers. One such deal is with fast food chain McDonald’s which got featured in the Carpool Karaoke episode with Selena Gomez in 2016.
The show also partnered with Porsche for a 2018 episode with Adam Levine, with the Porsche Cayenne being the featured car Corden and Levine used.
What you can learn from Corden’s success
Corden’s The Late Late Show is just one of several late-night shows that have seen a lot of success on YouTube. Jimmy Fallon’s The Tonight Show leads the pack with over 2.6 billion YouTube views on the site.
In the same interview, Corden stated that their goal on YouTube is not really to compete with other shows but to remain relevant. Winston added that YouTube gives them a level playing field as people can still find their content in the next few days.
Winston noted that they need to broaden their online presence to capture younger viewers. This includes developing new segments that would cater more to that audience. Winston also pointed out the importance of sticking to their branding to keep their audience’s interest.
The growing popularity of James Corden’s The Late Late Show on YouTube is one example of how important YouTube has become for TV programs. Marketers in other fields can also learn a thing or two on how to harness YouTube and capture the interest of younger audiences. Check out Corden’s channel, and see what various marketing strategies you can get from there.
Date: May 21, 2019 / Categories: YouTube, / Author: Rich Drees
